Importance of Sustainability in Hospitality Sector

This document discusses the importance of sustainability in achieving a competitive position in the hospitality sector. It explores the concept of sustainability, evaluates sustainable strategies adopted by Premier Inn, and highlights the importance of sustainability in gaining a higher competitive advantage. The document also includes a literature review on sustainability in the hospitality industry.

Pearson BTEC HND in Hospitality Management and
International Travel and Tourism Management
Unit 18 and Unit 19 Research Project (RQF) L5
Project Proposal Form
Session: February 2020
Student Name Student ID
Tutor Date
Unit Number:
Research Theme: Sustainability in Tourism and Hospitality
Research Topic:
Section One: Title, aims, objectives
Based on your topic, define and write your research title which should reflect on the aims and set
specific objectives to be achieved from your research (e.g. what is the research question you want to
answer? What do you want to learn or find out? What is assumption or hypothesis you are making and the
problem?):
Research Aim:
"To analyse the importance of sustainability in achievement of competitive position in hospitality
sector organisations". A study on premier inn UK."
Research Objectives
 To analyse the basic concept of sustainability in hospitality sector
 To evaluate different sustainable strategies adopted by premier inn to enhance its brand
positioning.
 To determine importance of sustainability in achievement of higher competitive advantage
for Premiere inn.
Research Question:
 What is the concept of sustainability in hospitality sector?
 What are the different sustainable strategies adopted by premier inn to enhance its brand
positioning?
 What is the importance of sustainability in achievement of higher competitive advantage for
Premiere inn?
Section Two: Reasons for choosing this research project
Rationale and Reasons for choosing the project (e.g. links to other subjects you are studying, personal
interest, future plans, knowledge/skills you want to improve, significance of the project and why the topic is
important and):
One of the main reasons to conduct this study is to gain knowledge about the importance of
sustainability in attainment of competitive position within the hospitality industry. In addition to
this, it assist researcher to know about various sustainable strategies opted by hotels to improve its
brand positioning. Moreover, this investigation assist in both personal and professional context to
researcher. In context to professional, it help in dealing with the situation where investigator will
work in future and also help in suggesting company to be more sustainable. With reference to
personal, it improve skills of investigators such as communication, problem solving, time
management, data analysis, data interpretation and many more. Furthermore, it also aid investigator

to conduct further studies systematically and properly in future. With the help of this, researcher
will be able to gain opportunities in this competitive marketplace.
Section Three: Literature sources searched
Use of key literature sources and precedents to support your research question, objective/hypothesis:
Literature review is defined as a secondary source method where different information and data that
is already exist within the market is gathered by sources like particles, journals, books, online polls
and so on. In addition to this, these sources are basically the work presented by professionals that
help researcher to gain knowledge on research topic. It is stated that literature review is an
advantages source for investigator to develop reliable and positive outcomes. One of the main
agenda of literature review is analyzing the gap within the research by using the perception of
various professionals. In context to present research, the main gap is to identify the importance of
sustainability in attaining competitive position within the hospitality industry. For bridging the gap
of investigation some of the research question will be answered by literature review, which are as
follows:
concept of sustainability in hospitality sector
According to view point of Jones (2019), sustainability in hospitality sector must come a
long way in order to arrive in-room suggestion in order to use or save water. The hotel as well as
other hospitality organisation increasing or taking mature approach in order to incorporate social
responsibility practices and sound and mental atmosphere policy. Sustainability or social
responsibility is determined as a fast becoming concerned for public as well as private sector and in
hotel industry. In other words, sustainability signifies natural eco-system that provides continuous
support and offer resources to meet need of future as well as current generation. The sustainability
is also important within hospitality sector (Sustainability in hospitality industry, 2019). The hotel
requires electricity water and food that is consumable & durable because it results in generating
ways. In addition to this, they focus on adopting sustainable technology in order to get green
building label and also it signifies meeting needs without any kind of compromise capability related
to future generation in order to meet only need for organisations towards natural resources. They
focus is on a satisfying social as well as economic resources. The sustainability is helpful within
hospitality sector in order to provide different kind of advantage t society and creating best practices
during the period of time. It is also helpful in performing different kind of activities in an
appropriate manner. Thus, it is analysed that sustainability is useful for conducting different
activities in an appropriate manner. It aids assistance in performing different practices in relation to
sustainability in proper way that assists in performing diverse things in proper way. Thus, the
management team of Premier Inn focuses on using sustainable practices for providing positive
ambience to its employees at workplace. It helps in retaining staff member for a longer time period.
To evaluate different sustainable strategies adopted by premier inn to enhance its brand
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positioning.
According to Gregory Unruh, 2(017) sustainable strategy is an important concept for
organisation as it was analysis that it is just a series of projects. As per this it was analysis that it
will create a business value for organisation. (Sustainable business strategy, 2021) it refers to a
vehicle which support the transformation to a sustainable company which form an unsustainable
one. This type of strategy will established pathway which support and drive an organisation towards
the long term success of company. For effectively formulating a sustainable strategy a company will
require to effectively recognizing the global and local sustainability issues which could impact the
growth of organisation. Other than this for an effective sustainable strategy it is important to clearly
define the sustainability vision. It was analysis that strategy of an organisation will assist in
attracting investors towards company because it will represent the translation of company capacity
and its market positioning into a series of action which re conducted over time for successfully meet
the objective of business.
According to Patricia Lotich, (2019), it is stated that an organisation will adopt various
sustainability strategies which assist an organisation in enhancing their brand positioning in the
market. First important strategy which is used by selected company is investing more time and
money in providing training to their employees on the importance of sustainability the environment
and effectively share with them what the organisation will doing to help conserve resources also use
the strategy of free flow of communication so that their employees will also provide various ideas
for resource conservation. Their employees will provide effective ideas with the help of which
company will reduce its waste and also improve their work environment. This will create a good
impact on the guest of selected hotel and create an effective brand image in the mind of customers.
Another important sustainable strategy which is adopt by Premier inn company is related to the
consumption of water and electricity (8 Sustainable Business Practices, 2019). As per this strategy
company will educate their customers related to the conservation of water and electricity and
involve their consumers in reducing the wastage of these valuable resources. It was analysis that
now a days customers are prefer to choose a sustainable company which is environment friendly
and by formulating these strategies selected company will effectively position their brand image in
the mind of customers which also help company to gain their long term loyalty. By developing
sustainable policies and procedure in their organisation will able to effectively positioning their
brand. Such as create fluorescent light bulbs are used and also set their business goal which reflects
sustainability strategies in it. This means making this a priority in every aspect of organisation
operations. All these efforts will create momentum in company sustainability efforts. It was analysis
that adopting all these sustainability strategies company will attract more and more customers
towards their hotel and effectively positioning the brand image of company in mind of customers or
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market.
Importance of sustainability in achievement of higher competitive advantage for Premiere inn
As per the viewpoint of Tracy Stottler, (2018) It is stated that hoteliers have turned their emphasize
to the significance of sustainability within the hospitality industry as it associated to hotel
development and operations, economic and social impact, environmental influence and so on. In
addition to this, sustainability is one of the most vital issue that is currently facing within the
hospitality sector. It is determined that hospitality sector has historically associated to a dramatic
influence through water and energy consumption, hazardous waste creation, use of durable and
consumable goods. The hotels consume lighting, power and fuel needs. The waste is mainly
generated by the disposal of batteries, bulbs, paper, appliances etc. Many of the hoteliers realize that
they can give an improved guest experience through integrating natural elements and focus on green
thought. By the assistance of this, there are various advantages gained by respective organization.
One of the benefit is cost saving ad it is analyzed that cost is always a driving aspect and decline
operating cost gives a compelling incentive to hotels. Many of the hotels now make use of different
strategies in order to reuse, recycle and reduce waste. Another advantage gain by Premier Inn is
providing effective guest experience. Many of the hotels understand that investment within
environmental technology has positive impact on the guest experience as in present time guests
want to stay on those properties that provides “at home” feeling. The adoption of sustainable
strategy gives a distinct benefit in context of retaining and attracting talent. It is analyzed that the
brand of hotel have incorporate some extent of sustainability platform into their brand definition. It
is said that having sustainable business practices will lead hotel to enhance and improve its brand
image that translate hotel to gain profit within the long-term (Importance of Sustainability in
hospitality industry, 2018). It is important for the higher authorities of Premier Inn to focus on
developing effective sustainable strategies as it help in gaining economic incentives. It is analyze
that government has enacted a variety of economic incentives in order to encourage development of
environmental retrofits. All these benefits involve insurance premium discounts, financial grants
and many more. It is analyzed that an organization is able to attract large number of customers and
develop positive mindset of them towards brand if it go sustainable. In the present time, the
preference and requirements of customer is changed as they focus on consuming eco friendly offers.
Apart from this, sustainability allow hotels to take advantage at the highest value of opportunities.
For this, it is vital to have custom sustainability program which addresses the unique requirements
of every hotel. It is determined that there is an increase in profitability level of hotel if it make use
of effective sustainable strategies. Premier Inn have programs which monitor energy use as well as
offer general recommendations and the custom sustainability which minimize risk and enhance
investment returns. All this will lead to attainment of competitive advantage at marketplace and to
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meet high quality standards within the hotel industry.
REFERENCES
Online
Sustainability in hospitality industry, 2019 [Online] Available through;
https://www.ingentaconnect.com/content/mcb/041/2016/00000028/00000001/art00002
Dr. Gregory Unruh, 2017. What is sustainability strategy [Online] Available through
<huffpost.com/entry/what-is-a-sustainability-strategy_b_592ee929e4b00afe556b0a24>
Sustainable business strategy, 2021. [Online] Available through;<terrafiniti.com/sustainable-
business-strategy/>
Patricia Lotich, 2019. 8 Sustainable Business Practices – Are You Doing Your Part? [Online]
Available through; < https://thethrivingsmallbusiness.com/sustainable-business-practices/>
Importance of Sustainability in hospitality industry, 2018 [Online] Available through; <
https://www.danacommunications.com/importance-of-sustainability-in-the-hospitality-
industry/>
Hotel Sustainability, 2017 [Online] Available through; https://www.hermesthemes.com/hotel-
sustainability-hotels-go-green/
Section Four: Activities and timescales
Activities to be carried out during the research
project (e.g. planning, conducting research,
analysis, write-ups)
Project formulation and Project Planning
Literature Review
Methodology
Data Collection and Analysis
Discussion of the results, including reflection
Report writing
Presentation of the management
How long this will take: (See Gantt Chart below)
3 wks
4 wks
4 wks
5 wks
4 wks
3 wks
1 wks
Milestone one: .....See Gantt Chart
Target date (set by tutor): .........................................................................................
Milestone two: .........................................................................................
Target date (set by tutor): .........................................................................................
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Section Five: Research approach and methodologies
What type of research approach and methodologies (primary/secondary, case study etc.) are you likely to use
and why?
Research methodology is referred as set of actions that are considered within an investigation so
that the overall study can be implemented in a proper manner. In addition to this, it is one of the
useful concept that plays important role in developing research procedures and achieving research
objective by following proper as well as systematic manner. One of the major objective of research
methodology within study is to align efforts exerted by investigator in context of attaining research
objectives and developing research within a systematic way so that timely objectives can be
attained. It is stated that it is highly profitable for investigator to gain advantages out of research
when appropriate methodology is used. There are various forms of research methodology that can
be used within an investigation in order to align efforts with research object. Research onion
framework is taken into consideration under this research. This framework includes different layers
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which are as follows:
Research philosophy: It is set of action that are advantageous and valuable in research to develop
and achieve research object. In addition to this, it help in covering overall investigation activities in
a significant manner. These are the phenomenon that can be useful for investigator to collect
knowledge about research topic. Apart from this, it is also defined as set of assumptions that are
created for gaining appropriateness in research. Research philosophies are implemented at primal
level so that it could lead investigator to develop proper knowledge and understanding as well.
There are many two forms of research philosophy are positivism and interpretivism. Interpretivism
philosophes are related with providing such form of acknowledgment to investigator in which
overall development can be seen within study. For the present study, positivism research philosophy
is used as it help in gaining in-depth information about topic which will lead in developing of
research process in an effective manner. Moreover, in this manner overall benefit out of
investigation can be obtained by researcher so that objects can be dealt in direct as well as
indirectly.
Research approach: it is defined as an approach which is leading research by using concepts and
frameworks so that beliefs and values within investigation can be enhanced. It is stated that research
approaches are very important in obtaining objectives with an investigation so that overall
accessibility within study can be carried out. Deductive end inductive are two form of research
approaches. Deductive approaches related with such studies that have already been given as well as
hypothesis can be framed out of them for implementing results whereas inductive approaches
related with observation and research that further help in achieving research objectives. For the
present study, deductive research approach will be applied by researcher as it assists to gain deep
knowledge and insight over the developed studies. Along with this, it also assist investigator to
collect information in a cost effective and timely manner.
Research choice: it is referred as factor that are helpful in developing the study in a systematic
manner. In addition to this, it help researcher to collect data from authentic and reliable sources so
that valid conclusion can be drawn. It is something that has a great resistance to investigator for
developing their path and to obtain set objectives as well. The two forms of research choices that
can be used by investigators for collecting information and to acquire data are quantitative and
qualitative. In the present study, quantitative research will be applied so that the investigator can
gain in-depth information about topic and analyze the source topic in deeply manner. This will lead
to development of valid and reliable conclusion in an effective manner.
Research strategy: it is one of the integral part of research onion framework that help investigator
to collect information out of different sources. Along with this, it assist investigator to collect such
information that help in achieving research aim and also help to execute activities optimally. It is
stated that research strategy is those collective efforts that are made by investigators within the
procedure of executing research plans. This method play vital role as it provides information and
knowledge about research topic in a timely and effective manner. The different form of research
strategy are survey, case studies, action plan and so on. For the present study, survey strategy will
be used by investigator as a research strategy. One of the main reason of selecting survey strategy is
it help in performing in-depth analysis which is easier for investigator to achieve research objective
timely. Along with this, it will also help investigator to gain relevant information and valid
interpretations.
Data collection: it is basically a subset of research strategy as this section is taking out valid
information that could help investigator to gain objective timely. In addition to this, herein all the
relevant and required information pertaining to study can be taken out by researcher insignificant
and proper manner. This section holds a high degree of significance for investigator as the overall
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results and validity of investigation is depend on it. The two forms of data collection and primary
and secondary. In the present study, both the methods are used by a researcher and is associated
with research topic which leads to development of positive research output. Primary research help
in gaining original and first hand information Whereas secondary research assist in attaining
viewpoint of various people on research topic. This will lead to development of conclusion with
valid and authentic sources.
Sampling: it is referred as a process of selecting respective sample in order to gather information
about research topic. In addition to this, it help in choosing out sample size from the total
population. The two types of sampling are probabilistic and non probabilistic sampling. under this
research, non probabilistic sampling method will be used as it help in gaining real time information
related to topic. In addition to this, the 40 participants is taken into consideration which is selected
through random sampling and this part of probability sampling.
Time horizon: it is referred as an aspect of investigation in which timeline is given for completion
of investigation. Cross sectional and longitudinal are the types of time horizon. In this investigation,
cross sectional time horizon will be applied as it help in covering different dimensions at once so
that research objectives are attained within the given time period.
Research instrument: it is basically the tools which are help in gathering data about research topic.
It is vital for researcher to select an appropriate research instrument so that positive outcomes can
be achieved. The different form of research instruments are questionnaire, interview, focus group
and many more. For the present study, questionnaire will be chosen by investigator as it help in
gaining in-depth information about topic and also allow investigator to know the viewpoints off
different people on a particular topic. This will lead to development of primary information that is
important for attaining research objective.
Data analysis: Another important and vital aspect of investigation is data analysis as it allow
investigator to analyze data which is collected through primary and secondary sources. The
different form of data analysis are frequency distribution analysis, thematic analysis and so on.
Under this study, frequency distribution analysis will be applied by researchers as it help in
analyzing data which is primary. It will also help in developing valid and reliable conclusion in a
timely and effective manner.
REFERENCES
Books & Journal
Malhotra, N.K., Nunan, D. and Birks, D.F., 2017. Marketing research: An applied approach.
Pearson Education Limited.
Pettey, G., Bracken, C.C. and Pask, E.B., 2017. Communication research methodology: A strategic
approach to applied research. Taylor & Francis.
Schuh, G. and Woelk, S., 2017, July. Design framework of an ecosystem for network-based
innovation: Conceptual Research Methodology. In 2017 Portland International
Conference on Management of Engineering and Technology (PICMET) (pp. 1-11). IEEE.
Viehof, M. and Winner, H., 2018. Research methodology for a new validation concept in vehicle
dynamics. Automotive and Engine Technology, 3(1), pp.21-27.
Comments and agreement from tutor
Comments (optional)
I confirm that the project is not work which has been or will be submitted for another qualification and is
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appropriate
Agreed Name: Date:
Comments and agreement from project checker (if applicable)
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Gantt Chart:
Milestone Projective
Activities
W1 W3 W4 W7 W8 W11 W12 W16 W17 W20 W21 W23 W24
M1 Project
formulation
and Project
Planning
M2 Literature
Review
M3 Methodology
M4 Data
Collection
and Analysis
M5 Discussion
of the
results,
including
reflection
M6 Report
writing
M7 Presentation
of the
management
Achievement based on Gantt chart (Part of formative assessment)
Week Milestones and Activities to be Carried Out Tutor’s feedback and date
W3 Problem formulation and Project Planning
Research Problem/issues identification and research rationale
Research Topic and title
Research aims and objectives
W7 Literature Review
Identify and collect relevant literature
Review of key
W11 Methodology
Identification and selection of methodologies
Evaluation and choice of methodology
Select data collection methods and sampling
Choice of data analytical techniques
W16 Data Collection and Data Analysis
Data collection
Data Analysis
Data presentation and Interpretation
W20 Analysis and Discussion
Analysis and discussion of the findings
Reflection on the outcomes and methods used
Recommendations for improvement
W23 Report writing
Writing-up the report in appropriate format
Presentation in right media
W24 Presentation of the project outcomes to the intended audience
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Research Ethics Approval Form
All students conducting research activity that involves human participants or the use of data
collected from human participants are required to gain ethical approval before commencing their
research. Please answer all relevant questions and note that your form may be returned if
incomplete.
For further support and guidance please see your respective Unit Tutor.
Before competing this form, we advise that you discuss your proposed research fully with
your Unit Tutor. Please complete this form in good time before your research project is due
to commence.
Section 1 Basic Details
Project title: "To analyse the importance of sustainability in achievement of competitive position in
hospitality sector organisations". A study on premier inn UK."
Student name:
Student ID Number:
Programme:
College:
Intended research start date:
Intended research end date:
Section 2 Project Summary
Please select all research methods that you plan to use as part of your project:
(Copy and paste the tick where applicable)
Interviews:
Questionnaires:
Observations:
Use of Personal Records:
Data Analysis:
Action Research:
Focus Group:
Other (Please specify):
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Section 3: Participants
Please answer the following questions, giving full details where necessary.
Will your research involve human participants?
Who are the participants? Tick all that apply:
Ages 12-16:  Young People aged 17-18:  Adults: 
How will participants be recruited (identified and approached)?
The participants be recruited with the help of probabilistic method.
Describe the processes you will use to inform participants about what you are doing:
E-mail, written and oral presentation is used to inform participants
How will you obtain consent from participants? Will this be written? How will it be made clear
to participants that they may withdraw consent to participate at any time?
For obtaining consent from recruited respondents, all data about the investigation will be
given effectively which is in written form.
Studies involving questionnaires: Will participants be given the option of omitting questions they
do not wish to answer?
Yes:  No: 
If No please explain why below and ensure that you cover any ethical issues arising from this
Studies involving observation: Confirm whether participants will be asked for their informed
consent to be observed.
Yes:  No: 
Will you debrief participants at the end of their participation (i.e. give them a brief explanation of
the study)?
Yes:  No: 
Will participants be given information about the findings of your study? (This could be a brief
summary of your findings in general)

Section 4: Data Storage and Security
Confirm that all personal data will be stored and processed in compliance with the Data Protection Act
(1998) Yes:  No: 
Who will have access to the data and personal information?
During the research:
Where will the data be stored?
Computer
Will mobile devices such as USB storage and laptops be
used? Yes:  No: 
If yes, please provide further details:
After the research:
Where will the data be stored?
How long will the data and records be kept for and in what format?
Will data be kept for use by other researchers?
Yes:  No: 
If yes, please provide further details:
Section 5: Ethical Issues
Are there any particular features of your proposed work which may raise ethical concerns?
Yes:  No: 
If so, please outline how you will deal with these:
It is important that you demonstrate your awareness of potential risks that may arise as a result of your
research. Please consider/address all issues that may apply. Ethical concerns may include, but are not
limited to the following:
• Informed consent.
• Potentially vulnerable participants.
• Sensitive topics.
• Risks to participants and/or researchers.
• Confidentiality/anonymity.
• Disclosures/limits to confidentiality.
• Data storage and security, both during and after the research
(including transfer, sharing, encryption, protection).
• Reporting.
• Dissemination and use of your findings.
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Section 6: Declaration
I have read, understood and will abide by the institution’s Research and Ethics
Policy: Yes:  No:
I have discussed the ethical issues relating to my research with my Unit Tutor:
Yes:  No: 
I confirm that to the best of my knowledge:
The above information is correct and that this is a full description of the ethics issues that may arise in the
course of my research.
Name: .....................................................................................................................................................................
Date: ...................................................................................
Please submit your completed form to ......................................................................................................................................................................
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